Your customers are making buying decisions every day based on one factor: who comes to mind. Whether they’re choosing a restaurant for date night, planning a wedding, birthday shopping or looking for entertainment when the rambunctious cousins come for a visit, the decision making process is the same. Suggestions are batted around based on businesses that come to mind. So how you get your brand to pole vault into your customer’s subconscious?

Who Comes to Mind? Defining Top of Mind Awareness

What does it take to rank in the top of the class? When it comes to top of mind awareness brands will qualify under one of three conditions:

1. A Perennial Favorite. Everyone has a favorite restaurant, clothing store, hair salon, etc. The only way to increase your chances of getting in under this condition is to consistently provide great products and customer service to all your customers. You will make the cut for some of them and become a perennial favorite.

2. A Lingering Bad Taste. You’ve heard the phrase, “I don’t know what I want, but I know what I don’t want.” Well this is it. This is top of mind, but not in a good way. These are not your potential customers as you are only coming to mind for negative reasons. This is Santa’s naughty list and you don’t want to be on it.

3. The Right Exposure. This is the condition where you can drive the train. This is your chance for top of mind awareness, and it is within your control. The more frequently your customer is exposed to your brand, the more likely they are to do business with you. As you increase your exposure you build brand awareness.

Let me say that again. By increasing your brand exposure, you build brand awareness. That’s the ultimate goal. So what are some ways to do that?

Marketing and advertising are the most traditional ways to build brand awareness. It makes sense, right? Let me give you a little test. Shout out the first brand that comes to mind when I say pizza? How about insurance? OK, here’s a tough one. What do you think of when I say shoes? It’s a pretty safe bet that you answered with a nationally known brand name. Why? Because you encounter their advertising daily, thus dramatically increasing your exposure, and hijacking their brands to the top of your mind.

You’re probably wondering, “How can I achieve top of mind awareness if my brand isn’t as large as Dominos, and my pockets aren’t as deep as Nike?” While there is an advantage to filling broadcast media, magazines and billboards with your logo it can pull the cork on your piggy bank. But that’s not the solution I’m going to suggest.

You don’t have to take out a second mortgage to build top of mind awareness. One reason social media is gaining in popularity for advertisers is because it builds brand awareness without the expense of traditional media. But it does come with a price tag. Your time. By investing your time into building up your Facebook fan page, and talking with followers on Twitter, you can use social media to improve brand awareness. The more often you engage your fans the more familiar you become.

How to Achieve Top of Mind Awareness Using Social Media

My secret weapon for earning top of mind awareness is niche marketing. When you cast a large net you can waste a lot of time and resources in search of a big catch. But if you focus on a smaller fishing hole, and use your best lures, you’re more likely to reel in a keeper. Follow these four steps to improve your brand awareness.

1. Target a niche group of customers. Design a marketing campaign for a small group, maybe it’s your local Twitter followers, or the neighborhood that surrounds your business. A smaller, more targeted approach feels more personal, and will be easier to engage with your customers.

2. Build up brand awareness with regular communication. If you’re using social media post frequently and at different times of day to capture audience attention. Sending an email campaign? Establish a frequency and format your customers can depend on. Same goes with direct mail.

3. Seek and share feedback. Customers love to feel appreciated. Ask for their opinion on new products. Collect and share testimonials from happy clients. A new customer is encouraged to learn there are happy customers out there.

4. Reward frequency. Every business wants, dare I say needs, regular customers. So why are new clients the ones who receive the discounted rates? It’s much more difficult to bring in a new customer than it is to keep an old one. Offer a free product or discounted service to your best customers and ensure they continue coming back. The more often they visit your business, the higher you rank on top of mind awareness.

Have you discovered any marketing techniques that help rocket your business to the top? Share them in the comments!

Thanksgiving is a time when we all pause to reflect on the people, places and things that have brought joy to our lives. If “Social Media” doesn’t come to mind when recounting your list, I ask that you keep reading. Perhaps you’ll be squeezing it in before the month is out.

Here are my Top 10 Reasons to be Thankful for Social Media

10. Foursquare Tips: Why spend twenty minutes perusing a restaurant menu in search of something that sounds appealing. Now I can check-in on Foursquare and discover the clever kernels of information other patrons have left behind in the tips section. How else would I be brave enough to try bone marrow and beef tongue if the Travel Channel hadn’t advised, “you won’t be disappointed.” I’m always thankful for good advice.

9. Hashtags: Except for hash browns I admit I’m pretty sheltered when it comes to anything relating to hash. But I have come to be thankful for the space-saving features of the hashtag. It is extremely useful on Twitter for following a topic of interest. And it’s so efficient. Just add the pound sign and drop all spaces and punctuation. Makes you wonder, #whydontwewritelikethisallthetime?

8. Instagram Filters: I never knew how much I missed those rounded-corner square photos of my childhood until I discovered Instagram. Rather than capitalize on the saturation of high-definition color reflected on my iPhone’s retina display, it’s great to see the design trends are opting for the red-orange cast and faded color that channel technology of yesteryear. Now that’s progress. So when it comes to Instagram I’m thankful I have the ability to choose.

7. Followers: Social media just seems to call on the stalker tendencies in everyone. Not in a creepy ‘restraining order’ kind of way. More like an ego-boosting, pseudo celebrity fan club. On Facebook our contacts must go through a screening process, apply and be accepted into the inner circle otherwise known as Friend. Whereas Twitter turns everyone into a voyeur. I can follow whomever I like, listen to their conversations, and chime in I want to. And followers are a great source of information, feedback and ideas. Thanks to a network of friends and followers I’ll never be lonely. When I’m frustrated or elated I know there’s always a listening ear. And if I’m constipated I promise to keep it to myself.

6. YouTube Instructions: While most people are devouring videos of dogs on skateboards and lipdubs (or at least the handful that remain after claims of copyright violation,) I’m searching YouTube for how-to videos. When I want to master a new technique in Photoshop or unlock the secret to the perfect pom-pom bow for my Christmas packages, I know I can find it on YouTube. Well, truth be told, my mom taught me the secret to the perfect pom-pom bow. But we logged on together to learn how to make ribbon roses this year. So watch out Santa, we’re upping our game.

5. LinkedIn Connections: Forget six degrees of separation. I’m pretty sure the LinkedIn algorithm can find a way to make me a 2nd degree contact with Kevin Bacon. In fact, I think I’ll keep connecting with people until he shows up in that list. And when I make that connection I’m going to endorse him for Skills and Expertise of inspiring the six degrees in the first place. So, which one of you knows Kevin? Find me on LinkedIn and add me to your professional network so we can get this party started.

4. Klout: I am thankful there is finally a website out there handing out Klout. Here I am, working hard to become an expert in my field. I teach people how to improve their design skills and take a creative approach to marketing. I also work in the tourism industry to promote the people, places and businesses in my northern Michigan hometown. But according to Klout I am influential on the topics of Bill Cosby, Shoes and Money. Hey, I’m just grateful my influence has any Klout at all.

3. Power to Pin it: I don’t know what I did before Pinterest. Well actually I do. I had manila office folders bursting at the seams filled with pages torn from magazines, notes to self, cocktail napkins with crude Sharpie sketches, brochures, maps and photographs all squirreled away for future reference. In fact, it’s not fair to say that in the past tense. I still have them. But it’s been a decade since I opened the rusty file cabinet for a scan. Once an idea hoarder, always an idea hoarder. Thanks to Pinterest I can pin productively. And I will actually cook that crockpot cake, and make owl crafts from my toilet paper tubes. I swear I will.

2. Sharing: It’s true. Everything we need to know we learned in kindergarten. Take sharing for example. From link shorteners like bit.ly to the ShareThis widget, nobody makes it easier to share than social media. I’m thankful for Instagram because they make it so easy. I snap a photo with my iPhone of a scrumptious dish at my favorite local hotspot. In three taps I can share it on Facebook, Twitter and Foursquare. Suddenly I’ve started 4 conversations about tacos. And who doesn’t doesn’t love tacos? They lead to margaritas.

1. Status Updates: The number one reason I’m thankful for social media is the status update. The posts and tweets I scan on a daily basis connect me with family and friends in a way I couldn’t have imagined. Thanks to Facebook I know I’ll see photos of my niece’s baby before my mother even hears she was born. When snowmageddon arrived last March and our entire community was searching for news on when the power would return, or whether the roads were clear in town, I relied on Twitter to find the answers. I know more about local and world events thanks to the articles and links streaming through my feed on Tweetdeck. Social networking has redefined how I stay in touch with long lost friends and introduce myself to new business contacts.

So there you have it. My top 10 reasons to be thankful for social media. The long and short of it is, social media reminds me that life is about connections — creating them and maintaining them. I hope you’ll practice your social skills and find some reason to connect this holiday season.

What do you do with a negative review?

Let’s face it, no one likes to be criticized, especially in public. If you’re a small business owner you feel a biting sting when a negative review pops up on social media or online search sites like TripAdvisor or Yelp. After all, that’s your pride and joy – your baby – they’re berating. But strive as you might to be perfect in every way you are bound to fall from that lofty perch a time or two. It’s how you handle that criticism that really counts. So what do you do with a negative review?

Respond Don’t React

If you receive a scathing review it is important that you Respond to the review rather than React to it. Give yourself time to process the content instead of acting on your visceral gut reaction. Demeaning, undermining or ridiculing your customer is never a good solution. Negative reviews can grow legs. And that kind of reaction will run all over your reputation.

Respond by considering the content of the review. Start by dissecting the review with these questions.

What specific issues were raised?

How did they make the customer feel?

What did you or your company do in response at the time?

Remember, the negative review is the result of an experience at your business or with your product. Ideally, you want every experience to be the best. When you receive a bad grade you’re failing to accomplish one thing: making that one customer happy. If you can resolve this issue, improve the way the customer feels about it, or address it so it doesn’t happen again, you are truly Responding to the review.

You reviewers are vocal and opinionated, otherwise they wouldn’t be writing reviews.

Experts recommend you contact the reviewer privately first to discuss their issues and see if things can be remedied. In some cases this can lead to unearthing the root of a problem that might actually need addressing. An unfriendly employee, inaccurate signage, a faulty product or bad customer service may be the real source of the complaint. In this case your reviewer could be an insightful third party.

Seek Their Suggestions

Sometimes it takes an outside perspective to bring problems to light. Knowing your product inside and out you may forget that it’s new to someone else. They may see holes in your logic that you never noticed. And unfortunately they want to be the first to point them out to the masses. If these critics are so bold as to call you on your mistakes, perhaps they have a solution to offer as well. It never hurts to ask. For those who just want to complain, they may be forced to realize you have thought this through. And perhaps they were indeed…wrong.

If it feels a little like, “Thank you sir may I please have another,” you’re right. But taking your lumps, and swallowing your pride, is all a part of business. So put you big girl panties on, bite your tongue and listen first.

There are also times when the reviewer is just plain wrong. When an online review gives readers a false impression of your product or services there are times when a response in the form of a public rebuttal is necessary. For instance, claims regarding the safety and security of your customers should be addressed publicly. And remember, you are addressing past, present and future customers. Use this opportunity to clarify the issue at hand, accept any responsibility you or your business had in the misunderstanding, and show what you have done to rectify the situation.

Here’s an example:

While hunting through listings on TripAdvisor for resorts in the Caribbean I stumbled upon a very alarming review claiming this particular resort had bedbugs. There was little description on the part of the reviewer, just a screaming headline that would make any tourist leery to book a room at that resort. That’s a deal breaker for most travelers. What I found encouraging was the response from the management of the hotel. Here’s what they did right:

They responded immediately and addressed what they felt was an untrue statement about their establishment;

Despite the negative tone of the review the response was serious but not critical of the reviewer;

They discussed their process for responding to such claims which included a significant amount of work on the part of their cleaning staff to search the room in question, as well as the rest of the resort. Acknowledging how seriously they take these accusations and illustrating how they are handled made me feel better as a potential customer.

After reading their response, as well as searching through other reviews looking for any similar claims, I felt that the review was probably written by a disgruntled crab apple and not likely true. However, if management hadn’t responded, or if they had attempted to delete the review, I would have been hesitant to book a stay at that resort.

Accentuate the Positive

One voice spewing bile can be drown out by a cheering crowd. We all know the negative Nellies out there have no trouble expressing themselves. And they certainly don’t lack motivation. Which means they are the first to run to a review site and start airing their grievances. That’s why you have to send your own band of supporters to tip the scales back in your favor. Most of you with small businesses hear on a daily basis from your customers about how much they love your product, were happy with your service and will tell their friends how great you are. Now it’s time to say, “Prove it.”

Ask your customers to review your product or service online

Share the positive emails, notes and comments you receive from guests as posts on your social media pages

Find a way to collect testimonials that can be included on your website, in email newsletters so customers and potential customers see what kind of reaction the public has to your business

If you’re having trouble collecting testimonials consider offering an incentive for anyone who provides a review. Here’s a suggestion. Host a weekly drawing from all reviewers who post a comment on social media or review sites and offer them a coupon or free service. To be fair encourage all feedback, positive or negative, and draw often to encourage repeat entries.

Reviews are a learning opportunity for you and your customers. How you respond to negative reviews says a lot about your personality and how you want to run your business. Did you react in anger and frustration? Or did you respond with class, patience and an open mind? If the source of the problem is addressed you may have found the secret to turning a negative review into a positive experience. And perhaps you’ll earn those 5 stars after all.

The cat’s out of the bag and wreaking havoc on the print world as my first written contribution to a published work is on Amazon.com. Media Magnetism: How to Attract the Favorable Publicity You Want and Deserveedited by Christina Hamlett hit the shelves in July and I just received my signed copy this week. While I’d love for you to pop open a new window and hit Add to Cart just because my name is in the table of contents, that’s not the reason I’d recommend this book.

The truth is after reading the accomplishments of the more than two dozen authors who contributed their tips, tricks and funny stories to this book I’m definitely the rookie on this bench. But for me, and for you, that’s a good thing. We get to benefit from the vast experience of others and I’m learning as much as you. Because Media Magnetism is filled with fantastic DIY tips for anyone in business or caught in the public eye.

You’ll learn how to:

Make influential connections

Become sound-bite savvy

Work with photographers and videographers

Manage a cost effective campaign

Improve your TV, radio and phone interview skills

And for my part I’ve contributed suggestions for improving your DIY ad design skills, using Twitter wisely and I snuck in some of my favorite online design resources.

In addition to the print edition of Media Magnetism the editor has created a great website MediaMagnetism.org for expanding your knowledge and putting you in contact with the amazing and accomplished authors in the book. You can submit questions to the Answer Bag and read guest posts from the industry professionals on topics covered in the book and beyond.

It’s fascinating to meet and network with this diverse crowd of PR pros. The collaborators hail from across the U.S., brought together by editor Christina Hamlett to help you, the reader, improve your DIY business skills. I’m enjoying reading through my copy and taking notes on ways to communicate more successfully by email, what not to wear on TV, and how to improve my press kit. There are also some, “I can’t believe anyone would do that,” stories that will leave you laughing at your desk.

I have a rule against writing in books. But I may have to make an exception, or keep a notebook with my copy because there are just too many good tips in here that I’m going to want to remember. I hope you find the same result.

The retail price of the book is $14.95 and is currently available on Amazon, Barnes & Noble and Powells.

What is Social Media?

Social Media is the new media. What once was obtained from books, newspapers and magazines over the course of weeks or months, can now be read and shared online in a matter of seconds. Perhaps we should call it Fast Media. But I like the term Social, as it comes with additional connotations I think are appropriate and useful.

When you think of Social Media what’s the first image that pops into your head?

No? Perhaps you’re in the crowd that has little to no idea what any of the above list just mentioned. The crowd that thinks Social Media is how college kids waste their time when they should be studying or looking for a real job.

Let’s hope you’re not in that crowd. But if you are, I’m going to show you what Social Media means to me, and maybe I’ll change your mind.

Social Media is fast becoming the way our society connects with one another. That’s not to say it’s the only way. I still prefer to meet with my clients in person, and believe that face-to-face can’t be replaced by Facetime or Facebook. But social media is the face of new media. So let’s use it to our advantage.

My definition of Social is built on the power of connections. Each one of the social media channels I use — Facebook, Twitter, LinkedIn, YouTube, Pinterest, Foursquare — is built on the premise of growing your connections. Those social networks have power. The power to spread a message globally in seconds. Seconds!

Next I define Media as messages. Some messages are visual, auditory or a combination of both. They could be informative, entertaining or a call to action. All advertising is about conveying messages. Thus the terms Media and Advertising seem like an old married couple.

So here’s my definition of Social Media: The power to communicate messages across a global network of connections in seconds. I want that power. Don’t you want that power?

Who wouldn’t want that power?

And the best part is… it’s free. You have the power. You just need to learn to use it. What you choose to do with that power… well that’s the next question.

How do you use the power of social media for social good?

Every status update, every tweet, every video or blog post is an opportunity to share your message. With a little strategic planning you can craft a collection of messages that support a goal. Take advantage of your social networks to spread those messages and you’ve got a campaign. If you use this philosophy to raise awareness, fund-raise, or promote a cause — now you’re using it for social good.

Here are a few examples of how to use social media for social good

Cash Mob – Select a local small business to support on a designated day. Everyone agrees to make a minimum purchase, say $10. Spread the word using your social networks.Benefit: An injection of cash into a small business can make a huge difference. They pay-it-forward by choosing the next Cash Mob location.

Donate for Likes – Businesses trying to grow their fan pages on Facebook or their Twitter account can offer to make a $1 donation to a cause or organization for every new like on their social media account.Benefit: Your fan base grows, your goodwill is noticed, and a worthy charity gets a much needed donation.

Promote a Cause – This may seem small but the power of social media to raise awareness about a cause is enormous. Every person you friend or follow magnifies your reach exponentially. Promote what you’re passionate about, what you believe in and your friends, family and followers will share it.Benefit: Knowledge is power. That’s not a Schoolhouse Rock reference. It’s the truth.

Create a Fundraiser – I did it with the Traverse Traveler Scavenger Hunt for Autism. We created a Facebook page for the event, promoted it through Facebook and Twitter, we built awareness about Autism and the use of iPads for students with Autism at Traverse City Area Public Schools. And we raised a lot of money in the first year. You can do it too.

Find your passion and use your social network to become a teacher, activist, volunteer and goodwill ambassador in your town. And let me know when you do, so I can share it!

Do you ever have days where it seems like you accomplished nothing? If you could just look back and say, “well at least I got that done.” I am on a mission to stop having days like that. And I think I’ve found a solution.

I’ve figured out a way to turn the most wasteful hour of my day, into the most productive. I call it the Power Hour.

The first hour of my workday always slips by without a second glance at the clock. I’m checking email, posting on social networks, slugging down coffee to try and wake up my sleepy brain and suddenly…it’s gone. Not anymore. This is going to be my power hour. The secret to the power hour is in filling it with small tasks that are otherwise left undone.

We all have them. Little projects we avoid, or just never seem to have the time to tackle.

Clean the junk drawer

Back-up the hard-drive

Sort and empty the file cabinet

Unclutter the computer desktop

Brainstorm new marketing strategies

All of these tasks could probably be completed in less than an hour, but we simply put them off. If you dedicate one hour each day to check an item off your to-do list imagine how much you will accomplish in a week… or a month. That’s the beauty of the Power Hour.

There is also simplicity and freedom in the Power Hour. Especially for those of us who work from home.

Separating work and home duties is especially difficult when your office is in your home. You’re constantly surrounded by household distractions when you’re at work, and you never really leave the office when you know work is literally around the corner. Some days it takes zen-master focus to ignore the pile of dishes in the sink or walk past a laundry basket full of clean clothes slowly wrinkling while I creep downstairs to my office. And when I do cave, and get sucked into paying bills or sorting the mountain of schoolwork as I make room on the counter for the laptop, I feel guilty. But now I have the Power Hour.

With this one hour of freedom I can commit to tackling a small project every day, whether for work or for home, without guilt.

Celebrate the small successes in every day. Join me and find your Power Hour. What will you tackle?

Pinterest is the latest social diva on the scene. But is it a necessity for your brand? Maybe, but only if it’s done right. I’ve put together some do’s and don’ts for building your small business brand on Pinterest.

For those of you who aren’t familiar with the fastest growing social network with the funny name, Pinterest is in essence, an online bulletin board. With a staggering 10.4 Million registered users, and growing, interest in Pinterest is spreading fast. Entrepreneur recognized Pinterest as the Next Big Thing in Social Media. Yet the question remains:

How Do You Know if Pinterest is for You?

If you have filing cabinets crammed with colorful folders of magazine clippings, notes to self, scraps of fabric, CD covers, greeting cards and inspiring artwork stashed away for that next project…. Pinterest is for you.

If your bookmarks bar is filled with links to web pages with DIY instructions, a new fashion trend, a how-to lesson, or a one-time resource that you just don’t want to forget about…. Pinterest is for you.

If you are inspired by beautiful photography, graphics, color, images and designs…. Pinterest is for you.

How do You Know if Pinterest is Right for Your Brand?

That’s the tricky question. Just like any form of marketing or social networking, some brands and businesses belong on Pinterest and can benefit from the traffic it will drive. And others are cluttering the marketplace. That said, I think most brands can find a way to benefit from Pinterest, if you know what to do, and what not to do.

2. Become an Expert: Think about your niche market and create boards that reflect what your customers want. If you sell real estate, create boards that showcase the communities in which you sell, how-to guides for DIY projects, landscaping ideas, and home models available in the area.DO: Figure out your area of expertise and showcase it on your boardsDON’T: Be only self-serving. Content should come from multiple sources, not just your corporate website. In fact, the more variety the better.

3. Balance New and Repinned Content: One of the goals of Pinterest is to have your content “repinned” by other users. Seek out new content to share with your followers and you’ll see more pins. Your boards should include a balance of items repinned from others, and new content you have discovered and pinned to share. Repinning and “liking” the content of others can help build followers, but it’s the new content that will help drive pinners to follow you.DO:Add the Pinterest bookmarklet to your browser window so you can pin from any website.DON’T Forget that social networking is about sharing, so repinning is encouraged.

4. Embed Pinboards on Your Website: Pinterest allows you to connects with Facebook & Twitter automatically, which I recommend if you want to build followers and share your content. But you can also embed your Pinterest boards on your website or blog. Cross promotion is important in all forms of branding, so why not make every effort to share your pins with web visitors, Facebook fans and Twitter followers.DO: Add the Pin it button to pages on your website with imagery worth sharing.

5. Think Like a “Pinner”: As I mentioned above, Pinterest draws users who are looking for inspiration, how-to guides and the DIY minded. So when you’re creating content for you blog or website, or to share on your boards, feature the type of content these individual crave. If you’re a restaurant you can’t go wrong with recipes and mouth-watering photos of delicious dishes. Travel agencies can capture the dreams of their clients with destinations that scream Spring Break. And construction companies could have feature boards that teach customers the basics of how-to maintenance.DO: Think about your customer if you’re building a board for your brandDON’T: Confuse pinning for yourself and pinning for your customers. Create boards with your customers in mind and share what they would be interested in. Otherwise, stick to a personal account.

With the growing popularity of this new social platform there are hundreds of great articles written on Pinterest. If you’d like some additional reading I’d recommend:

Note: Pinterest is currently an invitation-only website. You can request an invitation from the homepage, but it’s much faster to get in if you are invited. If your inbox isn’t filled with invitations from Facebook friends I’d be happy to send one your way so you can check it out. Just send me an email at info@traversetraveler.com.

designer | author

Why d.i.y.

Do It Yourself is either a philosophy or a necessity. So why not be equipped with some advice and tips to make the job a bit easier, and look more professional while your at it.
As a designer I've seen more than my share of overstuffed ads, make-shift brochures, bad clip art and shoddy copy. So for the sake of all that is clean, crisp and easy to read, I freely offer you my tips and tricks. May your ability to communicate in image and words be forever improved. Or at least I can say I tried.